Out of the three bed sets below, if you had to pick just one to run as a Facebook Ad, driving e-commerce sales, which one would you go with?
So, I personally, assumed the center one would have converted the best. I prefer the slightly more modern style and was more attracted to that one.
But instead of guessing, I decided to put it to the test and ran a split test on all of the three images, all of them with the same copy, offer, etc. the only variation being the image.
Now by day two, both the ones on either end we’re doing around $0.50 per unique link click while the center one was doing about $1.20 per unique link click.
My first thought was “Great, I was wrong, time to cut that one out”.
But then I reminded myself of the first rule of split testing…
Is the data conclusive? Is there really enough data to end this test?
The answer was no, there was only about $4 spent on each variation up until that point, not nearly enough data to be conclusive.
So, I waited.
Now it’s been about a week and each variation has spent roughly $12.
Still not enough data to be certain, but the picture is a bit more clear now.
The white variation, on the left, is currently at $0.64 per unique link click.
The black variation, on the right, is currently at $0.44 per unique link click.
And the middle one, that was 3x the price of the other variations at the start of the split test, is now at $0.37 per unique link click. So what does this tell us?
The middle one might be the winner. I’ll wait until about $25 spent on each variation until pulling the trigger, but this highlights one key point I want you to understand before you choose an image for your Facebook Ad…
Your single, individual opinion cannot speak for the majority. Now, in the test above, it seems I might have been correct, that’s not the point. The point is that you should be split testing multiple variations. Always test, test, and test again. And be certain you have enough data before concluded your split test.
So the answer to your question… “How To Pick The Best Image For A Facebook Ad”, is…
Don’t pick. TEST IT.